Within a period of three years only, Kate Hudson’s Fabletics grew from scratch to a $250 million worth fashion e-commerce business. This was a remarkable growth rate, primarily because Amazon largely dominates the industry. To market a brand in the fashion industry, a little push, and customer motivation is needed. Fabletics have a fashion membership brand where customers can subscribe, providing the much-needed client motivation and convenience.
Global economic changes have gradually and significantly impacted on fashion brands. Before these economic changes, quality and price defined the value of a brand. Modern-day customers attach the value of a brand to things like design, brand recognition, personalized services, and door-step delivery. Fabletics have positioned itself in line with these new market trends by opening physical stores in several states, including Illinois, Florida, California, and Hawaii. This strategy, together with their fashion membership brand has helped them elbow out competitors.
According to Fabletics’ general manager, Mr. Gregg Throgmartin, the secret behind the company’s success was their ability to build a high-value brand right from the beginning. He said that their version of a high-value brand was reimagined and modernized to suit the customers’ interests. Gregg added that Fabletics’ membership model came in handy to help them offer personalized services to their clients. The model also enabled them to provide trendy fashion at a relatively lower price compared to their competitors. The general manager also noted that making customers happy got very easy after understanding who they were and what their preferences were.
Reverse Showroom Technique
Many businesses in the fashion industry are finding it hard to cope with the showroom model of marketing. They are concerned that people have the tendency of browsing offline to assess the prices, only to opt for cheaper items from other firms. Fabletics have turned the showroom model to their advantage by employing the Reverse Show Room Technique. This technique has helped them build strong relationships with their customers. They have also understood the local market better. Consequently, close to 50 percent of the people who shop at any of the Fabletics’ physical stores are already their members while 25 percent of the non-members subscribe for the membership after their experience at the store.
A Customer’s Review
Teri Hutcheon, a blogger and a paying member of Fabletics, took to her blog to explain her experience with Fabletics. She describes a pair of leggings she purchased from Fabletics as of good quality- thick, tight, and durable. As of style, Teri was satisfied with the wide variety of styles at Fabletics. She was impressed by items made of fabric and those with cut-outs and bold patterns
According to Teri, the products at Fabletics are cheap considering their good quality. Besides, their prices are relatively low when compared to those of their competitors. Case in point, her legging that cost her only $50 at Fabletics would have cost her $80 had she bought them elsewhere. She commended Fabletics’ website for being nice and easy to navigate. At the end of her blog, Teri recommended Fabletics to her readers.